Social Psychology

going along with others to gain their approval or avoid their disppointment.

little or no private attitude change.

motivated by the need to fit in with the group.

only likely to perform in this way in the future when amongst group members.

Internalisation

going along with others because you have accepted their point of view because it is consistent with your own.

acceptance of the group's point of view both publically and privately.

motivated by the want to find the best way of responding to a situation.

likely to stick with this view whether in the presence of other group members or not.

Normative Social Influence - Compliance

A majority are able to control other group members by making it hard for them to deviate from the majority point of view. Humans are social creatures, who have a fundamental need for social companionship and a fear of rejection.

Informational Social Influence - Internalisation

Internalisation can occur when exposed to a persuasive minority or a persuasive majority.

Informational social influence is most likely to occur when:

the situation is ambiguous

the situation is a crisis

we believe others to be the experts

Why Do People Obey?

Gradual Commitment

In Milgram's study the shock levels went up in gaps of 15 volts.

Since participants had already given lower level shocks it becomes hard to stop themselves later on in the study.